Here's what your team or agents can run once AI knows your company: 9+ use cases for Marketing and GTM.
Showing 9 use cases
Account research is the foundation of every good GTM motion, and most teams still do it manually. This workflow uses Clay's enrichment engine and Claude-powered AI columns to turn a list of target domains into comprehensive account briefs in about 15 minutes. You will get company overviews, technographic signals, pain point hypotheses, and personalization angles, all structured and ready for outreach or sales prep.
Most content teams write a piece, publish it once, and move on. That is leaving 80% of the value on the table. This workflow uses Jasper and a structured repurposing system to turn a single long-form article into 10 or more distinct content formats: LinkedIn posts, Twitter threads, email newsletters, short-form video scripts, podcast talking points, and more. The setup takes about an hour. Once your templates are built, repurposing a new article takes 20 minutes. Content ops at the L2 level means your distribution system runs faster than your publishing schedule.
Most cold email fails because it is generic. This workflow shows you how to use Clay's AI enrichment to generate genuinely personalized first lines and context for each prospect, then load them into a structured multi-step sequence in Smartlead. The result is email that reads like you spent 10 minutes researching each person, even when you ran 200 contacts in one afternoon. Expect 5%+ reply rates when your targeting is solid.
A content brief is the difference between a piece that ranks and a piece that sits on page 4 forever. Most teams either skip briefs entirely or spend 90 minutes building them manually. This workflow uses Surfer SEO to compress that into 10 minutes without losing the strategic depth that makes briefs actually useful. You get a complete brief with target keyword data, semantic terms, competitor analysis, structural recommendations, and word count targets, all ready to hand to a writer or feed into an AI writing session.
Build a complete topical authority map that tells you exactly what content to create, in what order, to dominate your target topic clusters in both search engines and AI answer engines. Uses Surfer for SERP analysis and Jasper for content brief generation.
Most enrichment workflows are manual, slow, and inconsistent. A rep exports a list, runs it through a tool, waits, and manually pastes results back. This workflow replaces that entire chain with an automated Clay pipeline that ingests raw leads, runs them through a structured enrichment sequence, applies ICP scoring, and outputs a clean, scored list ready for outreach. Once built, it runs on its own. You feed it leads, it returns enriched and scored contacts.
Single-source email finding misses too many contacts. If you rely on one provider, you get 40-60% coverage at best, and the emails you do find have no validation cross-check. A waterfall approach chains multiple providers in priority order, tries the next when the previous fails, and validates the result before accepting it. This workflow builds a contact finding waterfall in Clay using Apollo, Hunter, and Clay's native finders, with email validation built in. Done right, you hit 80%+ fill rate on almost any list.
Single-channel outreach caps out fast. When email open rates plateau and LinkedIn connection requests go unnoticed on their own, the answer is coordinated multi-channel. This workflow shows you how to build a synchronized outreach system that sequences email through Smartlead and LinkedIn touches through Apollo, so every prospect gets a coherent experience across both channels without you managing two disconnected campaigns.
Single-threaded outbound breaks at the enterprise level. Emailing one contact per account and hoping they champion your product internally is not a strategy: it is a lottery. Account-based outreach means running coordinated, personalized touches across 3-5 stakeholders at each target account simultaneously, so the account hears from you through multiple internal perspectives. This workflow shows you how to build that system using Clay for account research and multi-contact enrichment, Smartlead for sequenced email by persona, and Apollo for LinkedIn coordination.